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All Journal Laa Maisyir Jurnal Ekonomi Islam IJTIHAD Maraji`: Jurnal Ilmu Keislaman Al-Amwal : Jurnal Ekonomi dan Perbankan Syari\'ah Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo Jurnal ASPIKOM Ijaz Arabi Journal of Arabic Learning MALIA NISBAH: JURNAL PERBANKAN SYARIAH Istinbath: Jurnal Hukum dan Ekonomi Islam Jurnal Tabarru': Islamic Banking and Finance Syarikat : Jurnal Rumpun Ekonomi Syariah Justisia Ekonomika Ulumuna: Jurnal Studi Keislaman Al Maal: Journal of Islamic Economics and Banking SERAMBI: Jurnal Ekonomi Manajemen dan Bisnis Islam Dialektika: Jurnal Ekonomi dan Ilmu Sosial Al-Kharaj: Journal of Islamic Economic and Business Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah RESLAJ: RELIGION EDUCATION SOCIAL LAA ROIBA JOURNAL EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) El-Qist : Journal of Islamic Economics and Business (JIEB) Adz Dzahab : Jurnal Ekonomi dan Bisnis Islam AL-ARBAH: Journal of Islamic Finance and Banking Al-tsaman : Jurnal Ekonomi dan Keuangan Islam Al-Buhuts (e-journal) Jurnal Riset Ekonomi Syariah Milkiyah: Jurnal Hukum Ekonomi Syariah Keris: Journal of Community Engagement MIYAH: Jurnal Studi Islam JUSTICES: Journal of Law Santri: Journal of Student Engagement Amal: Jurnal Ekonomi Syariah Maslahah: Jurnal Manajemen dan Ekonomi Syariah Jurnal Media Akademik (JMA) Demagogi: Journal of Social Sciences, Economics and Education Al-Fadilah: Islamic Economics Journal MASADIR: Jurnal Hukum Islam Jurnal Kajian Ekonomi dan Perbankan Syariah Optimum: Jurnal Ekonomi dan Pembangunan Journal of Islamic Philosophy and Contemporary Thought Jurnal At-Tamwil: Kajian Ekonomi Syariah Reflektika Al-Iffah: Journal of Islamic Sciences Research
Taufiqur Rahman
Fakultas Keislaman, Universitas Trunojoyo Madura
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Journal : Jurnal ASPIKOM

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Personal shopper (Jastip) and the representation of digital workers: A critical study of social media discourse in the gig economy Elita Putri Pradipta; Taufiqur Rahman
Jurnal ASPIKOM - Jurnal Ilmu Komunikasi Vol 10, No 2 (2025): Jurnal ASPIKOM
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24329/aspikom.v10i2.1695

Abstract

Personal shoppers (jastip) have emerged as informal digital workers within the gig economy, often promoted on social media as flexible and empowering entrepreneurial practices. However, behind this narrative lies a condition of precarity and limited labor protection. This study examines how the representation of jastip workers is discursively constructed on Instagram using Fairclough’s Critical Discourse Analysis. Adopting a critical qualitative approach, this research combines textual analysis, virtual ethnography, and interviews to analyze captions, visual elements, emojis, testimonials, and interaction patterns. The findings reveal that digital identity is constructed through affective language, visual consistency, and trust-oriented expressions, which serve as performative strategies to establish credibility. Participatory communication practices, such as live sessions and testimonial reposts, co-produce legitimacy while intensifying relational labor. At the level of social practice, these representations are embedded within the ideological logic of the gig economy and digital neoliberalism, where flexibility and productivity are emphasized while structural vulnerability remains obscured. This study highlights how platform logic and discourse shape trust, identity, and labor relations in informal digital work.
Co-Authors A'yun, Indah Firdanilla Abdur Rohim Adinda Pramesti Indah Cahyani Adiyono Adiyono Affandi, Mahrus Afiza Ridha Zamzima Afrizal Zulkarnaein Agriana, Gita Ahmad Makhtum Ahmad Musadad Ahmad, Walid In'am Al Kautsar, Syahvergio Anugrah Alan Su'ud Ma'adi Alya, Ulka Anggraeni, Silvia Abni Ariffin, Mohd Faizal Noor bin Arsyad, Muhammad Rizal Aulia Urrohmah Dahruji Dahruji, Dahruji Dzikrulloh, Dzikrulloh Elita Putri Pradipta Ely Inriani Farid Ardyansyah Fidya Puji Ramadhani Fitriyah, Siti Lailatul Galuh Widitya Qomaro Hanifah, Luluk Hikmah Hidayah, Isnaini Holis Holis Ianatus Sholeha Itsnaini, Fadhilatul Khasanah, Hanna Nur Khoiroh, Sabilatul Khoirun Nasik Khumairoh, Dzurorin Kurnia Fitri Salsabila LILIS SUAIBAH Lourensia Hani Luthfiyana Hidayatu Rohmah Ma’adi, Alan Su’ud Marshanda Ridia Amelia Miftakur Rohman Moh Idris Mohamad Ali Hisyam, Mohamad Ali Mohammad Nizarul Alim Muhammad Ersya Faraby Muhammad Harun Mustaniroh, Mustaniroh Permana, Dikki Pratiwi Nur Laili Putri Amalia Putri Rahayu Ningsih Putri, Filda Felisa Rikhe Dwi Nurdiyah Risa Umami Rizqiatul Camelia Romli, Moh. Rosita Ramadhani Salistia, Faisal Sa’adah, Nurus Siti Hasmah Dita Sp Siti Nur Baiti Siti Nur Halizah Sitti Halimah Sunariyah, Anik Syakira, Yulia Rachma Tri Pujiati Umi Qurrotul Aini Wahyu Setiawan Djodi Wasilatur Rohmah